Nutraceutical firm eFoodSafety targets anti-aging market

US-based eFoodSafety is the latest in a growing number of
nutraceutical companies targeting the cosmetics industry with the
release of its skin care line NumaDerm.

The company currently markets a range of nutraceutical products
such as the nutritional supplement Cinnergan, a cranberry and
cinnamon supplement which it claims promotes healthy glucose
metabolism.
Through a subsidiary MedElite the company also distributes burn
treatments available on prescription, however this is the first
time the company is to target the profitable anti-ageing sector of
the cosmetics industry.
Nano-encapsulation for time controlled
release ​
The skin care line, available from April 2008, will include a
repair cream for dry and damaged skin, an ageless cream to
rejuvenate and a fade cream to correct uneven skin
pigmentation.
According to the company the range includes phytonutrients,
anti-oxidants, essential lipids and peptides, most of which are
nano-encapsulated in order to ease absorption.
"The nano-encapsulation technology plays a key role in the
effectiveness of the NumaDerm products by offering a better method
of delivering key ingredients"​ said Dr Richard Goldfarb of
eFoodSafety.
Nano-encapsulation allows for time controlled release so the body
can absorb the components over a period of hours, explained the
company.
Furthermore, the nanospheres used for encapsulation are made from
food-grade ingredients - according to the company this means
maximum absorption for minimum toxicity.
Beauty market: significant sales
opportunity ​
For eFoodSafety the new skin care line represents an opportunity to
tap into the lucrative beauty market.
CEO of eFoodSafety Patricia Gruden said: "By our estimates, the
beauty market poses a solid sales opportunity and we expect the
NumaDerm line to be well received by the public.​
"Ultimately our hope is that consumers will come to recognise
and rely on eFoodSafety as a leader of all-natural nutraceutical
products." ​
Targeting the cosmetics market can be seen as a logical step for
many nutraceutical firms as market developments such as the beauty
from within trend begin to blur the boundaries between the
sectors.
US-based company Nutraceuticals International recently formed a
partnership with India's Amruta Herbals to develop and market
Indian plant extracts for the cosmetics industry.